Speaking to Marketing Week, Lynne Deason, head of creative excellence

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The Letter combined is set to boost Coca-Cola's marketing this Christmas.

“From a psychological perspective, we naturally lean on nostalgia in times of crisis,” she explains. “When you combine an announcement [in Holidays Are Coming] that already triggers that warmth and love of Christmas with an even greater need this year, it further reinforces that response.”

Despite the challenges of creating a Christmas norway email list advert this year, given the changing parameters caused by Covid, a number of strategies have won out. While nostalgia and tugging at the heartstrings is one, ads that incorporate humour like Aldi’s have also worked well.

Overall, Aldi's ad came third out of 20 ads examined by Kantar. However, not all the humour worked. Lidl's 'A Christmas You Can Believe In' was widely panned by viewers, with 52% thinking it was funny.

Disney+ has adopted an escapist strategy, with its “Make Christmas Wonderful” ad for Disney+ telling a story through the movies people are watching. Respondents thought it was both “comforting” and “familiar” and rated it highly, ranking fourth overall.

“There are a lot of different approaches that have been effective and can be effective. I was a little concerned after the wave of sadvertising we saw earlier in the year and consumers were concerned because we found they weren’t looking forward to Christmas ads as much as they were in previous years,” Deason says. “People are willing to listen to brands when they have a unique voice and something to say. Some of these ads have really helped to lift our spirits and make us feel better.”